If you’ve ever actually seen a naturally sourced spring, you know exactly how magical it is. Water simply bubbles up out of the earth; there’s no drilling and no need to extract or purify it. It’s a free gift from nature. The spring burbles along regardless of whether anyone is there to drink from it. It’s a profound metaphor for unconditional love, which is why it’s a perfect way to describe the kind of relationship you want to have with your customers.

In simpler times (and in some parts of the world, even today), civilizations only sprang up in areas where there was fresh running water. A spring was a source of life, and people wanted to crowd around that source.

If you become a source of great joy, delight, and necessity to your customers, they will want to spend as much time as possible near you. You give them something that makes them feel good, powerful, and alive. That’s a powerful gift and they will reward you with intense loyalty.

You create loyalty between yourself and your customers by giving them something that makes them feel good. You create infatuated loyalty when you unconditionally give them something beyond what they expected.

If you provide a product, make sure the product has an element that brings them some benefit they can’t get anywhere else. If you offer a service, make sure that service makes them feel nurtured and attended to in a way they don’t want to live without. By giving them a never-ending source of gratification, you create a bond with your customers.

Learn to give unconditionally and your customers will never waver from your side.